Does Negative And Comparative Advertising Work?
John Woodbds beechwood
We have recently taken a detailed look at published sources of research, and conducted some in-depth interviews and group discussions to try and shed light on the cognitive processes involved in comparative advertising. The aim of our research was to help clients decide whether comparative advertising was an appropriate strategy for their brands.
Clearly, there are practical and theoretical issues involved and comparative advertising is a legal minefield. Trademark infringement, defamation, trading standards and codes of practice all need to be considered, but this article is largely concerned with the...